妈祖文化当代传播路径的转型策略研究  

Research on Transformation Strategies for the Contemporary Communication Pathways of Mazu Culture

作　　者：阙琼 吉峰 QUE Qiong;JI Feng(School of Culture and Communication,Putian University,Putian,Fujian 351100)

机构地区：[1]莆田学院文化与传播学院,福建莆田351100

出　　处：《妈祖文化研究》2024年第3期61-66,共6页Mazu Culture Research

基　　金：国家社科基金项目(2023BXW049);莆田学院校内科研项目(20211086);“莆田学院华夏传播创新与实践研究团队”阶段性成果。

摘　　要：数字化技术的发展给妈祖文化的发展提供新的机会,但妈祖文化在传播过程中仍存在叙事刻板、消费主义倾向、过度娱乐化等问题。文章分析了新时代背景下妈祖文化传播的特性和问题,并提出了重构叙事语言、借力数字化手段、娱乐与意义并存等相应的对策和建议。The development of digital technology presents new opportunities for the dissemination of Mazu culture.However,challenges such as stereotypical narratives,consumerism,and excessive entertainment tendencies still exist in the communication process.This paper analyzes the characteristics and issues of Mazu culture communication in the context of the new era and proposes corresponding strategies,including reconstructing narrative language,leveraging digital tools,and balancing entertainment with meaningful content.

关 键 词：妈祖文化 转型策略 传播路径 

分 类 号：B933[哲学宗教—宗教学]